'Climate literacy' ads coming

Ottawa plans 7-million campaign to promote carbon pricing, rebates

- MARK RAMZY

OTTAWA The Trudeau government will launch a multimilliondollar advertising campaign in the year ahead of the next election to promote its carbon pricing plan and the rebates it gives to Canadians, the Star has learned.

Environment and Climate Change Canada is planning a $7million “climate literacy and action” advertising campaign that would focus on how “carbon pricing reduces emissions and benefits Canadians through the Canada Carbon Rebate,” in addition to other actions to combat climate change, according to a copy of the department’s advertising plan obtained by the Star through an Access to Information request.

‘(It could be seen as) too little, too late. Usually these types of advertising campaigns need to be done at the time of the launch, not like reactive messaging.

It would mark the latest shift in the way the Trudeau Liberals communicate their flagship climate policy — which makes fossil-fuel products more expensive but encourages consumers to use less of them off with quarterly rebates — in the face of mounting Conservative attacks that label it as a driver of inflation.